Valentines Day Tag & Win Competition

Valentines Day Tag & Win Competition

Send your Bestie some Love this Valentine's Day and tag them in our Valentine's Day Competition on Instagram & Facebook for your chance to win each of you a $100 SERAFINA gift card. 

To Enter - Find the above image on either the SERAFINA facebook or Instagram page (or both) and complete the following: 

- Like our Valentine's Day competition post on facebook or Instagram

- Tag your bestie

- Make sure your both following us on either facebook or Instagram


Winner Drawn at random & announced on our Facebook & Instagram page on 14 February 2021. 



Enter before 11.59pm 13 February 2021 on Facebook &/or Instagram. To be eligible you must like the post, tag a friend and both you & the person tagged must follow SERAFINA on either facebook or instagram. The winner will be drawn at random on 14 February 2021. The winner and their tagged friend will each receive a $100 SERAFINA gift card, which is valid for 3 years from issue. Total prize value is $200 (2 x $100 SERAFINA gift card).

February 11, 2021 — Michael Siciliano
Exclusive New Kaftan Collection

Exclusive New Kaftan Collection

We are excited to introduce our latest kaftan and kimono collection with exclusive prints to Serafina! 

To view the new collection click on the link below. 

Shop Kaftans

January 19, 2021 — Emily Siciliano
Celebrating our Amazing Team

Celebrating our Amazing Team

We have had a lot of fun this week looking back on the last 10 years. One key aspect that has made Serafina what it is today is the amazing people that have been part of our team. 9 years ago we took on our first three non family employees and amazingly all are still with us today. Lucie (Norwood), Anna (Marion) and Leanne (Unley) are still as passionate as ever about Serafina and making our customers feel amazing. A big thank you to these three ladies and all of our amazing team for their contribution over the years!



November 26, 2020 — Michael Siciliano
Where it all began

Where it all began

This is where is all started for Serafina 10 years ago! Our little Norwood pop up that we ended up making our home for 9 1/2 years until our recent move to a bigger store within the centre.

Over the years we have grown from this little costume jewellery store to a ladies fashion brand with 7 locations across Adelaide. As we mentioned last night, we were due to kick off a big week long celebration and thank you to our customers today but understandably that won’t be possible. We look forward to getting through the lockdown and celebrating 10 years with all of you.

For now, we have launched our 10th Birthday Sale online. You can enjoy 25% off all full priced items.

November 19, 2020 — Michael Siciliano
New Norwood Store Opens!

New Norwood Store Opens!

It is both a happy and sad time for us at Norwood. After 10 amazing years in our kiosk store (out the front of Foodland) we are finishing up there and moving permanently to our new and exciting store (next to Cibo).
The kiosk store was where Serafina first started so we are sad to be leaving but it is exciting to have the new and larger space to look after all our lovely Norwood customers.
A big thank you to all of our customers who have shopped at the kiosk over the years and help us outgrow the space. We do hope you will love the new space just as much.
Emily, Michael and all the Serafina Team


October 14, 2020 — Michael Siciliano

Serafina in the Media

Thanks to The Advertiser for featuring us in the paper on Saturday. The below photo was done at our new Marion store and features owner Emily with Marion Store Manager Effie. 

May 13, 2020 — Effie Kiziridis

Serafina Update

Week 1 Update- We wanted to share with all our lovely customers our experience of week 1 of temporarily closing the stores (but it feels like a lifetime ago... we really miss it). Early in the week we were brainstorming how we could continue to provide a great customer experience without our store fronts open.
Customers were commenting postage for online orders was slower than usual and we knew half the thrill of retail therapy is having the item straight after purchase.
With this in mind we introduced 24 hour delivery within 20km of the Adelaide CBD. My husband and I thought a great way to use the extra time we had from stores closing was to get on the road and personally deliver to customers.
We were overwhelmed by the response but were determined to meet the promise we had made. We hit the road yesterday for our first round of deliveries. I went south-west with kids along for the journey and sent my husband on the north-east route.
We were careful to practice social distancing, contacting customers in advance where possible to let them know we were on our way.
It was amazing to see so many familiar faces and the joy they got from an online order arriving so quickly. Our record delivery time was 1 hour 23 minutes after ordering! We are keen to break that this week .
There is nothing more frustrating with online ordering than needing to exchange a size. Often it involves having to post the item back and wait for a new one to come which can another week or two before you can wear your purchase. As a result we came up with the idea (for those of you within 20km of Adelaide CBD) of free size exchanges. On our next visit to your area we will drop off the size you need (likely within 1-2 days).
Enthused by the great response to date, we have spoken to all our staff and they are keen to join in and help facilitate this for all our customers. They will all deliver with the area of their respective shops.
If you order online this week, expect to see a familiar face from the stores drop off your order.
We are also brainstorming new ways we can provide you the great retail experience you have come to love at Serafina. Keep your eyes peeled on social media for other ideas we come up with.
COVID-19 has presented a lot of challenges for many industries including retail. We have been inspired by the level of innovation many small businesses have shown in order to survive now and hopefully prosper in the future. Our promise to all our customers is we are as determined as ever to bring you that great retail experience and bring that bit of retail joy into your day.
Emily and Michael
April 05, 2020 — Emily Siciliano

Need a Gift Card Activated Online?

If you have received a gift card and would like to use it online please email us at with your gift card number.

Our friendly team will get that activated for you straight away. 

March 29, 2020 — Emily Siciliano

Store Temporary Closure Announcement

It is with great sadness and a heavy heart that we have made the decision to close our retail stores temporarily due to the COVID-19 pandemic. Our last day of trade will be Saturday 28 March 2020.

Our online store remains open 24/7 and we ask you to continue to support the business through this channel.

For us, like many small businesses, these are challenging times. We are as determined as ever to re-open when it is safe to do so.

Our friendly team will be back on deck then and ready to provide you with the great customer service you have come to expect.

We strongly encourage all our customers (where they can) to actively support small businesses who are doing it tough at the moment. There are families in retail, hospitality, tourism and other industries that will need our support, so rally around these great South Australian businesses.

We hope you and your loved ones stay safe and well during these uncertain times.


Emily and Michael

On behalf of all the Serafina team.

March 29, 2020 — Emily Siciliano

Message To All Our Customers

On behalf of all of us at Serafina we can't thank you all enough for the amazing support you have shown in these challenging times.

We created this business 9 years ago as a pop up kiosk at Norwood and have grown over the years on the back of an amazing team and loyal customers.
It is heartbreaking times for many industries and we could not be more proud of our team and how they have faced up to this challenge. They have all shown a willingness to do whatever it takes to keep Serafina going as it is more than just a business to all of us, it's a family. Our two young children have so many "aunties" that they love to frequently visit and be spoilt by in our stores.

We know that it is our staff that make Serafina so special. They build relationships and trust with you our customer and are always determined to give you a great retail experience and ensure you leave full of confidence.
Like most businesses, we have some significant hurdles in front of us over the coming months. Your support will be crucial in helping us get through, which we & our staff are determined to do.

For the time being our stores (& phone lines) remain open and online store is open 24/7.
We ask that you continue to shop online and share our facebook page with your family and friends.
Take care of yourselves and loved ones and where you can try to support the many great small businesses across the country.
- Em & Michael x


March 26, 2020 — Emily Siciliano